CH 4

Two major public policy and ethical issues in marketing research are​ ________.

intrusions on consumer privacy and misuse of research findings

A company needs to turn sound consumer information into meaningful customer insights by which.......

it can produce superior value for its customers

What are some of the many issues associated with international marketing research.

A. face more and different problems. 1. Scarcity of good secondary​ data, 2. translating questionnaires from one language into​ another, 3. difficulty in obtaining primary​ data, 4. dealing with cultural differences from country to country

What is the correct sequence of the four steps of the marketing research​ process?

Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

There are several types of objectives market researchers might use in a marketing research project. Which of the following are the primary types of​ objectives?

Exploratory​ research, descriptive​ research, and causal research

What are the three general sources from which marketers can obtain​ information?

Internal​ data, marketing​ intelligence, and marketing research

A​ __________________________ consists of the people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights.

Marketing information system

The marketing process starts with.......

a complete understanding of the marketplace and consumer needs and wants

customer relationship management (CRM) :

To analyze individual customer​ data (analysis techniques).... BY ​integrate, analyze, and apply the mountains of individual customer data TO gain a​ 360-degree view of customers AND build stronger customer relationships.

Marketing information is of no value until it is used for what​ purpose?

To make better marketing decisions

​Today's marketers see information not only as a tool for input for better​ decision-making, but also as​ ___________________________.

an important strategic asset and marketing tool

Software and analytical techniques that​ integrate, analyze, and apply the mountains of individual customer data to gain a​ 360-degree view of customers enable companies to​ ________________________.

practice customer relationship management (CRM)

Companies need meaningful customer insights so they can​ ____________________________.

produce superior value for their customers